Supplements purchase intention: young consumer's perspective

PurposeThis study aims to investigate the factors that influence young consumers' purchase intention towards dietary supplements (DS) in Malaysia.Design/methodology/approachThe supplement industry in Malaysia has been growing rapidly recently due to a paradigm shift in healthcare management, from curative to prevention. Thus, it has sparked interest to conduct a study on the factors that influence young consumers' purchase intentions towards DS. With a response rate of 74.5%, a survey questionnaire was used to elicit data from 149 Gen-Y respondents who consume supplements on a regular basis.FindingsThe results revealed that the influencing factors towards purchase decisions among these Gen-Y respondents aged between 17 and 25 are based on product knowledge and product quality. The implications of these findings and directions for future research are outlined at the end of this paper.Originality/valueThis study offers empirical insights from the perspective of an emerging digital economy on the factors that influence young consumers' purchase intentions towards DS in Malaysia.

The effects of online restaurant menus on consumer purchase intention: evidence from an emerging economy

PurposeThis study evaluates the impact of online menus and perceived convenience of online food ordering on consumer purchase intention and shows how a desire for food creates a relationship between an online menu and a customer's purchase intention. Suggestions for management are proposed to design an effective menu to improve business performance in the competitive market in Vietnam.Design/methodology/approachThe paper follows a quantitative method. Quantitative research aims to analyze and critically evaluate the research question(s) to discover new factors.FindingsFindings indicate a positive relationship between menu visual appeal (MV), menu informativeness (MI), desire for food (DF), the perceived convenience (PC) of ordering food online and intention to purchase (PI). The attractiveness of images and information is a significant factor affecting diners' desire to eat, while the demand for food and the convenience of ordering food online are also factors affecting purchase intention.Practical implicationsThe study confirms the importance of online menus to purchase intention. Economically, when supply and demand are reasonable, the market is stable and technology develops. In terms of social, hygiene, attractiveness and price factors, it is helpful to have an overview. Research is the premise for further studies with factors from menu to customer trust.Originality/valueThe study provides a solid foundation for further studies on restaurant menu elements as well as a new perspective on how restaurants improve their dishes.

Save the Trip to the Store: Sustainable Shopping, Electronic Word of Mouth on Instagram and the Impact on Cosmetic Purchase Intentions

The COVID-19 pandemic has forced many brands to stop using cosmetic testers to avoid the risk of spreading the infection, jeopardising the future of cosmetic testing. Consequently, consumers must find alternative methods to conduct their information searches and, more importantly, the prospects of shopping online without going to the store to test the product. With the enormous prospects of social media cosmetic electronic word of mouth (eWOM), it is imperative to examine the influence of cosmetic eWOM on social media and for cosmetic marketers to understand the antecedents that result in cosmetic consumers making a purchase. The adapted information adoption model was validated through structural equation modelling based on 341 eligible surveys. The results confirmed that information quality, source credibility, information usefulness, and information adoption are the key antecedents in eWOM on Instagram when investigating purchase intentions in the colour cosmetic industry. This study is one of the pioneers in empirically testing the relationship between information quality and source credibility on information usefulness and, subsequently, the relationship between information usefulness, information adoption, and purchase intentions in a western market based on the cosmetic industry. These new insights provide practical implications for a cosmetic marketer, suggesting the key variables leading to purchase intentions in cosmetic eWOM, which can be utilised in marketing techniques.

Purchase intention of organic foods: are lifestyles of health and sustainability the reason for my purchase decision?

PurposeThe purpose of this study is to examine the impact of scarcity and the Lifestyles of Health and Sustainability (LOHAS) consumption tendency on the purchase intention of organic foods. The study used the protection motivation theory and the stimulus-organism-response theory to understand the impact of comparatively new variables like "perceived scarcity” and "perceived consumer effectiveness” (PCE) on the consumer's organic food purchase intentions.Design/methodology/approachThe study is using structural equation modeling with 402 organic food consumers. The participants are regular consumers who bought organic food from specialized shops and supermarkets in the previous few months. The data has been collected at organic food specialized shops and supermarkets that sell organic foods.FindingsThe results showed that LOHAS consumption tendency (LCT), scarcity and PCE positively affect attitude. Similarly, LCT and PCE direct affect trust. Scarcity and PCE directly positive impact on purchase intention of organic food products. Interestingly, LCT had no direct impact on the purchase intention of the product. Trust and attitude were found to be significant mediators impacting purchase intention.Originality/valueThe study contributes to the past theoretical literature on LOHAS consumption by analyzing new constructs like scarcity and PCE in the context of organic food consumption. These findings will be crucial for marketers planning to launch organic products in new markets.

Perception of Green Product Consumption in the Context of the COVID-19 Pandemic in an Emerging Economy

The COVID-19 pandemic has resulted in changes in consumer behavior and has created new opportunities and challenges for the provisioning of green products in emerging economies. The objective of this study was to identify how perceptions on COVID-19 affected the variables of planned behavior and responsible purchase intention during the pandemic in Colombia. A total of 320 consumers participated in an online survey, and the responses were analyzed using a structural equation model (SEM) and AMOS 24 statistical software. The results were positive regarding the development of better environmental awareness, indicating that COVID-19 (COV) influenced the attitude (ATT) of individuals and contributed to subjective norms (SNs) and perceived behavioral control (PBC), and that SNs and ATT influence eco-friendly purchase intention (EFPI). However, PBC does not contribute to EFPI. Colombian consumers have become aware of the importance to society of buying eco-friendly products, and planned behavior is an opportunity for organizations to formulate new portfolios relevant to the needs of the market. This is an important opportunity to sensitize consumers to the purchase of environmentally friendly products and for the identification of commercial strategies by companies that bet on the formulation and commercialization of eco-friendly portfolios that generate value for society.

Relationship between corporate social responsibility and environmental sustainability with customers' purchase intention: Study on Indonesian automotive customers in pandemic situation

Automotive industry is significant for Indonesian economy with more than 1.5 million workers directly and indirectly involved in it. COVID-19 pandemic affected the industry and government's economic stimulation is a short-term remedy and companies need a longer-term remedy. One of the possible solutions is by better understanding the customers. In recent years, customers' awareness of Corporate Social Responsibility (CSR) and Sustainability is increasing. Previous research showed that there is relationship between those variables with purchase intention. This research tested relationship between corporate social responsibility and sustainability with purchase intention. From 561 samples consisted of several provinces of Indonesia were gathered during January - February 2021. Analysis was performed using Partial Least Square technique and the result showed there is a significant relationship between CSR with purchase intention and we also found that the important indicators are legal and morality. This research also found no significant relationship between sustainability and purchase intention. Future research can take insights from this research and perform deeper analysis on these topics. Automotive companies must understand their customers preferences more and increase the impact of their CSR to society. © 2023 Author(s).

Determinants and Outcomes of Food Delivery App Engagement During COVID-19: A Study of Urban and Semi-Urban Customers

With the expansion of internet penetration and the adoption of mobile apps, usage of food delivery applications has increased significantly during the pandemic. The study's main objective was to examine the antecedents and consequences of food delivery app engagement among urban and semi-urban customers in India during COVID-19. The data were collected from 269 semi-urban respondents and 301 urban respondents. The stimulus organism and response (SOR) model has been used to understand consumers' antecedents and consequences of food delivery app engagement during the pandemic. The study used the structural equation modelling method to test the relationship between the variables. The study's findings showed that the mobile application's perceived ease of use, enjoyment, and time convenience found a significant effect among urban and semi-urban customers. This study is limited to urban and semi-urban customers with cross-sectional survey data. The study has explored a few antecedents and consequences of mobile food delivery app engagement.

Consumers' purchase intention of rapid COVID-19 tests

PurposeThis research aims to analyse the variables related to the purchase intention of COVID-19 rapid tests in Monterrey, Mexico's metropolitan area.Design/methodology/approach The chosen method was probit regression. The results show that purchase intention depends on the consumer's perceived value and the perception of having a potential contagion and/or presenting symptoms related to the virus. Regarding limitations, the sampling method used in this investigation is a nonprobabilistic convenience approach delivered through a digital platform, which may not be the first option in other contexts.FindingsThe findings indicate that the probability of the purchase intention of rapid COVID tests increases when consumers perceive symptoms of the disease and when they have higher education or are female rather than concerning price or income, as suggested by classical demand theory.Research limitations/implicationsProbabilistic sampling was impossible due to the difficulty of collecting surveys during the COVID-19 pandemic. Instead, a nonprobabilistic sample of a representative random selection of different zip codes from the responses received was considered.Originality/valueThe originality of the paper is its contribution to consumer behaviour during the COVID-19 pandemic in a Latin American context.

Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products.

Due to the major shift in online purchasing during the COVID-19 lockdown, celebrity endorsement marketing has gained traction. Concurrently, COVID-19 has also transformed consumers' attitudes toward using eco-friendly products, such as green skincare products, to ensure a healthier lifestyle. This study developed a comprehensive framework based on the stimuli-organism-response theory and the parasocial interaction theory to empirically evaluate the impact of celebrities' credibility attributes and consumers' interests in celebrities on their attitudes towards advertisements for endorsed green skincare products, their intentions to make a purchase, and their willingness to pay a premium price for these products. 778 Malaysian consumers participated in the online survey, and their responses were analyzed using partial least squares structural equation modelling (PLS-SEM). The results showed the positive effects of credibility traits (trustworthiness - ß = 0.100, p-value = 0.026; exquisite personality - ß = 0.075, p-value = 0.028; dignified image - ß = 0.152, p-value = 0.001; expertise - ß = 0.221, p-value <0.001), and customer attention to celebrities (ß = 0.184, p-value <0.001) on their attitudes toward endorsed advertisements. Likewise, credibility features (exquisite personality - ß = 0.116, p-value = 0.002; dignified image - ß = 0.112, p-value = 0.017; expertise - ß = 0.207, p-value <0.001) and customers' companionship with celebrities (ß = 0.142, p-value = 0.001) also have a significant positive impact on attitudes towards brands. Finally, consumers' purchasing intentions and willingness to pay premium prices for green skincare products were strongly influenced by their attitude toward advertising (ß = 0.484, p-value <0.001) and brands (ß = 0.326, p-value <0.001). Evidently, the findings of this study may help players in the cosmetics industry enhance their marketing and promotion tactics for eco-friendly beauty and personal care products.

Analyzing the Intention of Sports Consumers' Purchase Behavior Through Online Sports Distributors

Purpose: The purpose of this study was to analyze Korean sports consumers' intention to stay using online sports products and services through online sports distribution platforms or return to using sports facilities and services in person. Research design, data and methodology: This study set up two models measuring consumers' recognition, attitude, and purchase intention toward online sports products and services based on involvement theory. An online survey was conducted and a total of 2,263 consumers participated in this study. Male participants were 1,256(55.5%) and female participants were 1,007(44.5%). Descriptive statistics were performed, and a path analysis was utilized to analyze the proposed model using SPSS 26 and SAS. Results: The results revealed two proposed models used in this study supported that consumers' online sports product and service recognition leads to a positive attitude toward online sports products and services. Moreover, consumers' positive online sports product and service attitudes were shown to lead to positive intentions to purchase online sports products and services. Conclusions: The findings revealed the recognition of consumers' online sports products and services led to positive attitudes and behavioral intentions. Implications were provided by suggesting the sports industry stick to developing online sports products and services until the endemic of COVID-19 is declared © Copyright: The Author(s)

Homefluencers' endorsement of millennial consumers' purchase intention in new normal

PurposeThe purpose of this study is to examine how "homefluencers" sponsored posts on millennial consumers' purchase intention in the international marketing sphere can be impacted in the new normal by drawing on source credibility, parasocial interaction (PSI) and persuasion knowledge model (PKM) theory.Design/methodology/approachThis research applies structural equation modeling (SEM) and mediation analysis as the data analysis method using non-probability purposive sampling of a total of 217 local millennial Instagram and Facebook users, who have followed homefluencers sponsored posts in fashion-beauty, yoga-fitness and food sectors.FindingsBased on hypothesis testing, advertising recognition strongly mediates purchase intention with the indirect effects of expertise and trustworthiness than attractiveness.Research limitations/implicationsThis research extends the international marketing literature on source credibility, PSI, PKM and purchase intention theory in the new normal by proposing "Homefluencer's Endorsement Model for Purchase Intention" (HEMPI). Specifically, the mediating role of ad recognition of homefluencers sponsorship disclosure (#paidad, #sponsored), positively affects "change-of-persuasion meaning" on Instagram and Facebook, where research is rare.Practical implicationsThis research provides valuable suggestions for global brand owners, consumers and authorities of Instagram and Facebook to consider post-COVID consumer behavior highlighting homefluencers sponsored collaboration.Originality/valueThe authors have contributed to the use of the source credibility model and PSI to identify the antecedents in determining how the homefluencer's effective sponsorship disclosure can positively activate ad recognition on millennial consumers' purchase intention in a crisis period from an international standpoint with the practical implications in post-COVID.

Consumer purchase intention on Boba drinks in Kuching during Covid-19

Many businesses were badly impacted as consumer spending habit shifted due to Covid-19 outbreak. The purpose of this study is to investigate consumer purchase intention on Boba drink during Covid-19. By adopting Theory of Planned Behavior, this study explores the influence of perceived behavioral control, subjective norm, and attitude. Importantly, perceived risks is added to the conceptual model to study consumer purchase intention amid Covid-19. Boba drink is a popular beverage in every city in Malaysia, including Kuching, where one could easily spot a Boba drink outlet at almost every corner of the city. A total of 394 complete observations have been obtained from the respondents through a self-administered online survey. The outcome of the analysis uncovered that perceived behavioral control and subjective norm have significant direct relation, while attitude and perceived risks have significant adverse relation with consumer purchase intention during Covid-19. This research offers insights to Boba drink sellers to devise appropriate strategies to market their beverages by targeting consumers' ability to buy the beverage, health-conscious belief, food safety, and attractive promotion to encourage consumers to buy their products during the pandemic.

The role of traditional aspects, health consciousness and environmental concerns in Italian agri-food consumption during Covid-19

PurposeThe study investigates how consumers' food purchasing habits changed during the Covid-19 pandemic in Italy. The research aims to understand if traditional aspects, health consciousness and environmental concerns have influenced and changed the purchases of food products post-pandemic.Design/methodology/approachThe authors developed a theoretical model to understand whether health consciousness, traditional aspects and environmental concerns affect consumers' purchasing intention. The study collects secondary data to analyse state of the art and investigate consumer behaviour in the agri-food system after the pandemic. Thereafter, a survey was conducted via a convenience random sampling procedure. The data (n = 622) were analysed using the formulated research framework and tested through the structural equation modelling procedure.FindingsThe findings reveal that health consciousness and traditional aspects (culinary traditions, ingredients usage from one's territory of origin, products' origin attention) are among the main reasons for purchasing agri-food goods after the pandemic. Instead, environmental concerns negatively affect consumers' purchase intentions.Originality/valueThe study identifies which aspects influenced consumers' purchasing intentions after the Covid-19 pandemic. It also provides insights for food companies and policymakers on the factors to be improved to optimize the agri-food sector following a sustainable perspective and in order to develop effective business strategies.

The Relationships among Fear of Covid-19, Health Consciousness, Attitude toward Supplements, and Purchase Intention Using a Moderated Mediation Analysis

The purpose of this study is to examine the relationship between fear of Covid-19 (FoC), attitudes toward supplements (AtS), health consciousness (HC), and purchase intention (PI) by using moderated mediation analysis. The data acquired from 308 customers via faceto-face surveys were analyzed using descriptive statistics and structural equation modeling, and the process model produced by Hayes tested the hypotheses. The results show that the variable of AtA partially mediated the association between FoC and purchase intention. Health consciousness moderates the strength of the relationships between FoC and PI mediated by AtS. According to this, the influence of fear of Covid-19 on purchase intention via the attitudes toward food supplements differs according to consumers' health consciousness (low vs. high). The study provides essential cues for researchers, marketers, and advertisers of food supplements during the COVID-19 pandemic.

Investigating Consumers' Personal Values that Triggers Luxury Fashion Purchase Intentions: With a Moderating Role of Consumer's Demographics

Consumer purchase intention towards luxury brands is influenced by various factors, both internal and external. The purpose of this study is to examine the values that drive consumers to purchase luxury brands during COVID-19. The study seeks to achieve four main objectives by examining four universal values, namely openness to change, conservation, self-enhancement, and self-transcendence, and their impact on purchase intention. We collected primary data from upper-middle-class youth and young adults through a questionnaire. Previous research shows that aspirational youth, including GenZ and millennials, are the primary consumers of luxury brands today.To analyze the data, we used Statistical Package for Social Sciences (SPSS) – version 25 and Analysis of Moment Structure (AMOS) – version 23. The results demonstrate that self-direction, stimulation, hedonism, achievement, conformity restraint, universalism, benevolence, and preservation have significant relationships with purchase intention. However, no significant relationship was observed between power attainment, security, and purchase intention.

Did Anything Good Come Out of the Pandemic? COVID-19-Stress Induced Self-Regulatory Sustainable Apparel Consumption among the Millennials in the U.S

Based on the theoretical frameworks of cognitive dissonance theory, regulatory focus theory, and the compensatory consumer behavior model, we proposed and tested a conceptual model delineating the relationships between COVID-19-stress, commitment to the environment, and intentions for sustainable apparel consumption in terms of intentions for purchasing sustainable apparel and divesting apparel (e.g., handing down or donating apparel). Conducting an online survey (n = 312) with the national millennial population of the U.S., we found that COVID-19-stress positively influenced (i) commitment to the environment and (ii) purchase intentions for sustainable apparel;commitment to the environment positively influenced (iii) purchase intentions for sustainable apparel and (iv) intentions for divesting apparel. Although COVID-19-stress did not influence intentions for divesting apparel directly, commitment to the environment mediated the relationships between COVID-19-stress and both purchase intentions for sustainable apparel and intentions for divesting apparel. We suggest that COVID-19-stress triggered self-regulatory sustainable apparel consumption intentions due to a heightened commitment to the environment to protect the environment amid the pandemic. Based on the findings of our study, we recommend the sustainable apparel brands and marketers promote how sustainable apparel consumption can protect the environment to make the environment and human beings less susceptible to the future outbreaks of pandemics.

E-commerce in the fashion business: the roles of the COVID-19 situational factors, hedonic and utilitarian motives on consumers' intention to purchase online

The study intends to investigate the roles of the COVID-19 epidemic situational factors and hedonic and utilitarian motives on consumers' intent to buy fashion products online. It is theorised that the COVID-19 epidemic situational factors include physical obstacles caused by the lockdown and the closings of brick-and-mortar retailers, the antecedent states linked to the anxiety during the outbreak, the store atmosphere characterised by the risk of contracting the Coronavirus during shopping activity, and social distancing. An online questionnaire was collected from 351 Indonesian consumers. SmartPLS 3 and PLS-SEM were used for hypothesis testing. The results reveal that the COVID-19 epidemic situational factors, utilitarian and hedonic motives positively and significantly affect consumers' intent to buy fashion products online. These findings will help online marketers and retailers develop their websites and improve their selling endeavours.

Role of Marketing Strategies to Generation Z in Emerging Markets

The aim of this research is to examine the marketing strategies to Generation Z, social media cognitive engagement, social media influencer, perceived corporate social responsibility and user-generated media communication and hedonic brand image as moderator on generation Gen Z purchase intention, and examining these effects in Covid'19 pandemic recession phase in Pakistan. Research was completed on Generation Z respondents, using an online survey questionnaire were evaluated using through factor analysis, model fit, SEM via Smart PLS 4. Empirical results via structural equation modeling demonstrate that the impact of the four constructs played a partially significant role on Gen Z purchase intention. Gen Z has strong bonding with social media engagement and aware of CSR activities of an organization and confirmed their behavior toward e-shopping. Brand equity and Citizen Behavior are could be examined as a dependent variable but we didn't due to lack of literature. Social media cognitive engagement and perceived corporate social responsibility has strong relation with generation Z purchase intention which indicates generation Z is engage with social media and CSR activities. Online business operators and trend setter can identify and promote their business on social media sites. Through this study marketers and professionals can also formulate strategies to increase promote their business. The empirical results provide academic contributions to the current group of knowledge in the marketing to capture Gen Z. Using advanced quantitative data analysis will eventually enable future researchers to explain the contribution of the current study to understanding the importance of Generation Z psychology.

Exploring the influence of artificial intelligence technology on consumer repurchase intention: The mediation and moderation approach

Digital technologies have dramatically changed business practices and consumer buying behavior. This study integrates artificial intelligence technology, consumer engagement on social media, conversion rate optimiza-tion, and satisfying consumer experience to examine consumer repurchase intentions in the hospitality industry. Data was collected from 308 hotel customers from different regions of Oman who had an online hotel booking experience. SmartPLS was used to examine the data and proposed hypotheses. The findings of this study revealed that artificial intelligence technology positively influences consumer engagement on social media and conversion rate optimization. Similarly, consumer engagement on social media and conversion rate positively influence satisfying consumer experience, leading to increased consumer repurchase intentions. Finally, consumer habit positively moderates the relationship between satisfying consumer experience and repurchase intention. This study facilitated the understanding of artificial intelligence technology to influence consumer engagement on social media and conversion rate to boost consumer satisfaction and repurchase intention and offers suggestions for developing impeccable service business strategies. Marketers must think about making posts more interesting through videos, images, and animations, which will satisfy consumers, ultimately boosting their desire to use, share, and generate content on social media platforms for hospitality organizations.

The Influence of Characteristics of Mobile Live Commerce on Purchase Intention

Mobile live commerce is emerging as a new distribution channel as connectivity and information sharing become easier due to the increase in the use of SNS and mobile phones. Nevertheless, there is a lack of research in this field, and it is meaningful to look at how this new technology-based commerce leads to purchase intention in terms of the value of shopping perceived by consumers. This study aims to (1) analyze the characteristic factors of mobile live commerce, which is rapidly emerging due to brisk changes in the distribution industry in the non-contact era;and (2) verify the relationship between shopping value and purchase intention. We analyzed 283 surveys using partial least squares structural equation modeling (PLS-SM) with statistical product and service solutions (SPSS) and R-programming. We inferred that convenience, ubiquity, social presence, attractiveness, and vividness were the characteristics of mobile live commerce that had a positive effect on the pleasure value, and that social presence, attractiveness, vividness, professionalism, information quality, and compatibility had positive effects on the perceived value. The hedonic value also had a positive effect on the perceived value, and both pleasure and perceived values had strong positive effects on the purchase intention. However, the professionalism of the sources did not affect the hedonic value, and the convenience and ubiquity did not affect the perceived value.